Amplification - Rihanna "Disturbia"

Amplification

Amplification in terms of music video form is a key feature identified by Andrew Goodwin when the video's visuals are used to enhance the meaning of a song by reinforcing the lyrics or message of the song. Essentially, by amplifying a music video you are taking the lyrics and making them more meaningful by creating visuals that not only support the lyrics but also make them stronger. Amplification is often used within music videos if an artist is trying to get across a new star image to their audience or if they want to make a weaker song more successful. An example of how amplification can be used within music videos to echo an artist’s star image is  “Disturbia” by pop star Rihanna. She uses amplification in many of her videos as her image is constantly changing and therefore needs to stand out to  powerfully presented to her audience.